We set our campaign in environments of direct contact with our potential consumers. When installing a book displayed sheet by sheet on a palette of a bus stop, we managed to connect with the target waiting on average 30 minutes daily for public transport, this way they received the message and at the same read a book while waiting.

The media team played a key role in detecting the exact spots of street advertising.

After a long work on which bus stops near colleges and schools were identified, and in which people stayed for over 30 minutes waiting, the ideal time for our idea. This allowed our successful campaign’s message delivery to the addressed crowd, and also served as a means of distraction while waiting.

We drew attention of people transiting or waiting for public transportation waiting at the chosen bus stops, even achieving the product placement of the No. 1 highlighters brand sold in Chile, which generated an increase in their sales for the period February - March. The brand maintained its TOM and increased its sales in the school starting period in Chile, being from February to March.